We reached out to an expert,
Scott Humeat
BurgerBusiness.com,to find
out why McDonald's hasn't fully capitalized on the breakfast
menu's popularity.

Limitations in the kitchen hold the brand back, Hume told
Business Insider back in 2013.

"It's a shock to hear, but McDonald's doesn't do made-to-order
breakfast," Hume said. "Its customer traffic is too great for
that. So eggs and sausage are pre-cooked and held for breakfast
sandwich assembly."

At 10:30, McDonald's needs to
start using its toasters and grills for burgers, chicken nuggets,
and sandwich buns instead, Hume said.

J.M. Owens, a McDonald's
operator in Atlanta, explained more about the processto
BurgerBusiness.comearlier
this year: "First,
there are some capacity issues. We only have so much toaster
space and so much grill space. Unlike a lot of breakfast QSRs, we
still cook our product on a grill. Many of the pretenders are
doing a ton of prep in microwaves. For instance, go into a
Dunkin’ Donuts or a Starbucks, who are chasing breakfast, and you
don’t find a grill, or oven, or fryer. We prefer to be a
restaurant rather than processing everything through a
microwave."

"The 'McDonald's
After Midnight' menu works when customer traffic
is light," Hume told us. "But it wouldn't work all day because it
requires streamlining both breakfast and burger menus to a few all-star
items."

So, it could takea long timefor McDonald's to figure out a
way to do breakfast and burgers together.